# Performance review — Real estate

The performance review with the columns a property campaign needs: every line read per listing and per stage of the sale, results read on inspections and registrations rather than enquiries, and causes that include the price guide and the market rather than only the advertising.

Everything else is the general review, unchanged. Planned from the plan, variance separated from cause, cause held to evidence, one decision with one owner and a date.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Take the planned figures from the plan, not from memory.
3. Write one row per line the plan had, including the ones that went as expected.
4. Separate the variance from the cause, and the cause from the decision.
5. Where a cause is not known, write that instead of a plausible story.
6. Give every decision an owner and a next review date, in the room.
7. Keep the finished reviews: a year of them answers questions no single one can.

## The columns

**Period** (Text). The window being reviewed, with its dates, and the stage of sale it covers. A campaign reviewed as a whole averages a full launch weekend with a quiet pre-auction week.

**Line reviewed** (Text). The listing and stage being reviewed, matching the plan. Per listing because a vendor paid for this campaign specifically, and per stage because the stages buy different things.

**Planned spend** (Integer). What the plan said this stage would spend, in minor units, taken from the plan, and never more in total than the vendor agreement allows.

**Actual spend** (Integer). What it actually spent, in the same units and currency. In a campaign with a fixed date, spending late is a different failure from spending too much, and both show up here.

**Planned result** (Text). The primary metric and target from the plan, which should be inspections attended or registered buyers rather than enquiries.

**Actual result** (Text). What it produced, from the agency system, with attendance recorded per inspection rather than as a total. A campaign that filled the first inspection and emptied by the third is a different story from a steady one.

**Variance** (Text). The difference on spend and on result, stated plainly, and stated in terms a vendor could follow, because this row will become part of their report.

**Cause** (Text). Why, as far as the evidence supports. Two causes come before the advertising: the price guide, and the size of the buyer pool in the corridor at that bracket. Both look like a media problem and neither is.

**Evidence** (Text). The agency system export, the inspection attendance record, the guide with the dates it applied, and the first-response times where the office records them.

**Decision** (Text). Continue, widen the corridor, change the first image, or raise the guide with the vendor. The fourth is a conversation rather than a media change and it still belongs in this column.

**Owner** (Text). Who carries the decision, by name. Anything touching the guide or the method of sale belongs to the listing agent, not to whoever runs the campaign.

**Next review** (Date (YYYY-MM-DD)). When this row is looked at again, which during a campaign means the following Monday. A four-week flight cannot wait for a month-end review to discover a quiet first inspection.

**Notes** (Text). What the next reader needs: the school holidays, the weather that emptied an inspection, the competing auction in the same street, the guide that moved mid-campaign.

## The performance review

| Period | Line reviewed | Planned spend | Actual spend | Planned result | Actual result | Variance | Cause | Evidence | Decision | Owner | Next review | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every row is read per listing and per stage of the sale.
- Results are read on inspections attended or registrations, not enquiries.
- Attendance is recorded per inspection, with the dates.
- The price guide and any change to it are recorded with dates.
- Enquiry response times are recorded as a cause where they moved.
- Every decision has an owner by name and a next review date.
- The review is written before the vendor conversation, not after it.